New York is a city of now. This moment. It’s irreverent, energetic, iconoclastic, with a phoenix-like knack for re-invention. It’s true of the city, and it’s the truth of Crif Dogs. A beloved neighborhood hot dog spot by day, gateway to legendary speakeasy PDT by night. A menu as varied as the clientele— and just as transient. Get ‘em while they’re hot because the next big flavor is already on the way. But this was a side they didn’t celebrate – while their business had grown up, their brand hadn’t; it was stuck in old bro-tropes and tired gags. Crif Dogs was a brand in crisis and in danger of becoming dated, tasteless, irrelevant – it was time to show their evolutionary spirit. And do it NYC style.
To express Crif’s true New York spirit, the city becomes the canvas. Our new visual identity and brand film is a mixture of evocative street photography, iconic faces and places, capturing the brand’s irreverent nature. And a unique voice with plenty to say.
